Case: Ingersoll Rand 2005

2005

2000

THE STORY

In 2000, newly arrived CEO Herbert Henkel was concerned by Ingersoll Rand's narrow industrial image. ("We still have the image of being the rock-drill company"). He commissioned a redesign. A New York firm, DMCD, provided an "IR" symbol that at least initially replaced Ingersoll Rand's old wordmark. The new symbol, we said at the time, was "direct and strong, easy to work with, and only as original as it needs to be." Across The Board, March-April 2001

But little else changed, and a logo change alone is a shallow rebranding. So in 2005, Henkel retained Siegel & Gale to extend and complete the rebranding. Actions taken were first, to provide a conceptual foundation ("We inspire progress by unleashing the potential in people and technologies") and then, to- Redefine category from "Construction/heavy machinery" to "Diversified industrial" - Expand the defining units from 4 to 5, and rename them -- all now include "Technologies"- Retain the IR symbol but redesign and re-integrate the wordmark component- Provide a strong corporate visual system (type, palette and "progressive curve" device)- Design a "Mixed" signature system with a stronger corporate presence that tolerates unit brand logos- Add tag line "Inspiring progress"- Initiate longer-term employee brand orientation.

Since the rebranding was extension more than revision, the launch event was of medium visibility and principally internal. Tony Spaeth 7 feb 2007